- Legacy measurement could not keep pace with the complexity and speed of decision-making across brands, channels, retailers, and promotions.
- Marketing and Finance lacked trusted insights, linking investments to revenue, growth, and long-term brand impact.
- Fragmented data and slow reporting limited confidence and optimization.
- Volatility across the landscape—consumer uncertainty around finances and inflation, rising production costs, and shifting tariffs across global markets.
Customer Story
From Scorecards to Strategic Insights: How a Global CPG Leader Advanced Its Commercial Decisioning
Download the Customer Story
Results
+40%
Offset of largely economic forces with zero increase in spend.
+60%
Reduction in Insight Delivery Time
+25%
Increase in Marketing ROI
+$60M
Net Revenue Opportunity Uncovered
Challenge: Modernizing Commercial Decisioning Across a Global Brand Portfolio
Solution
A multi-year transformation leveraging Analytic Partners’ Commercial Analytics solution, combining GPS Enterprise® decisioning platform, ROI Genome® Business Intelligence, and deep expertise to improve data quality, accelerate insights, and enable confident, enterprise-wide decision-making.
Phase 1: Build a Trusted Commercial Analytics Foundation
- Improved data quality and measurement consistency across brands and markets.
- Standardized taxonomies, governance, and data integration through ADAPTA.
- Established a trusted enterprise-wide source of truth, with cross-functional buy-in, for decision-making.
Phase 2: Operationalize Faster Decision-Making
- Automated data and analytics processing accelerated reporting and increased the cadence from annual reviews to quarterly business reviews, enabling more timely insights as business conditions changed.
- Delivered integrated dashboards that expanded access to enterprise-wide trends and granular insights, turning data into expertise for faster, right-time decisioning across the organization.
Phase 3: Optimize Commercial Investments
- Introduced portfolio and brand impact analysis to inform forward-looking decisions that balance short-term performance with long-term brand growth.
- Reallocated investments from Linear TV to CTV using incremental business insights.
- Expanded decision-making to include trade, promotions, activation, forecasting, and portfolio strategy.
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